Multi-channel network BroadbandTV is partnering with Bertelsmann stablemate and music publisher BMG on an initiative to push emerging artists to YouTube and digital audiences.
The two firms have created Windfall, which they say is “a model set for the digital age, providing an end-to-end solution to find, develop, and service artists across all platforms”.
In practice, RTL Group-owned BBTV will create professionally-produced programming for emerging BMG artists, which will then be piped through managed digital channels – both free and premium. BMG will provide rights management and other music-related services.
BBTV will also monitor the careers of emerging YouTube music stars, as part of a push to double its size in online music channels network.
The MCN already operates two leading YouTube music-themed channels, hip hop network Opposition and EDM net WIMSIC. Select stars from these networks will be given the opportunity to join Windfall.
European broadcast group RTL first invested in BBTV back in US$36 million to take a 51% majority share.
BBTV turned acquirer earlier this year, paying an undisclosed amount for kids-focused YouTube content producer YoBoHo. It also operates also owns gaming vertical TGN and female-focused lifestyle brand Kandesa.
RTL’s MCN stable comprises BBTV, currently the world’s third largest MCN by SocialBlade statistics, StyleHaul, SpotXchange and Divimove.
BBTV also manages fan-uploaded content related to FremantleMedia-owned properties such as American Idol, The Price is Right, Got Talent, Baywatch and The X Factor.
European conglom Bertelsmann owns FremantleMedia, BBTV parent RTL and BMG.